Welcome back to the “Franchisee Spotlight Q&A” series where we sit down with a wide variety of franchisees to provide aspiring franchise owners with an inside look into the stories and decisions that have fueled the success of other franchise owners…because it’s always great to hear from others who were once in your shoes!

Dr. Dan Robinson joins us for today’s “Franchisee Spotlight Q&A.” Robinson, who owns and operates four California-based sweetFrog locations with his wife, Darla, is a “semi-retired” doctor turned multi-unit franchisee. Read on to learn more about his story, why he chose sweetFrog, and how he believes other aspiring franchise owners should plan/prep for franchise ownership.

Hi Dan! Tell us a little bit about yourself. What’s your background/story? What were you doing before launching your sweetFrog locations?

I have been interested in the medical field since the age of six and actually pursued those childhood dreams/ambitions! I owned and operated the largest chiropractic and physical therapy clinic on the east coast for 20 years before joining a very prestigious medical group in northern Virginia. I am blessed to have enjoyed a wonderful career as a doctor.

Why did you choose sweetFrog when you were exploring franchise opportunities?

A few years ago, I began looking for a good occupation/opportunity for what I call my “semi-retirement.” My wife and I were looking to make the move out to the west coast and I wanted to launch a business that fit my personality/skills and resonated well with southern California customers. After conducting my due diligence, it became very clear that sweetFrog was the perfect fit for me and my family. My wife and I are very spiritual people, so the “fully rely on God” acronym and community focused programs/philosophy associated with sweetFrog was very important to us. And of course, we believed the great-tasting sweetFrog products presented a healthier alternative to dessert that would appeal to local residents in the greater LA area. We bought our first sweetFrog location in Palmdale in March 2013 and have since added two more in Lancaster and Victorville. We’re doing great and are thrilled to be part of the fast-growing sweetFrog franchise family.

Let’s talk role models. Who would you say is/are the mentor(s) most responsible for helping you succeed as a business owner?

I owe a lot to my father-in-law. He was also a chiropractor and was my main inspiration for pursuing that particular path from a medical perspective. He was a very wise and caring individual who taught me the value of hard work and consistency. Those lessons he taught me have been instrumental to my success as a multi-unit sweetFrog owner.

What’s the biggest mistake most first-time franchise owners make when they open their first business?

I’ve seen far too many first-time franchise owners underestimate the amount of onsite management and engagement it takes to really make the business successful. One can’t just open a business and walk away, thinking that it’s going to take care of itself and make the owner rich automatically. New franchise owners must be prepared to lead and establish/maintain a culture that helps employees thrive.

What are the key advantages to owning a franchise as opposed to launching your own business?

To me, one of the biggest advantages is the team support I receive from the corporate office and other franchise owners. Consulting with other owners and exchanging information/ lessons learned has been a key catalyst for our success. 

Also, a good idea is a good idea and a key advantage to owning a franchise is the opportunity to align yourself with a proven and recognizable brand. The name sweetFrog is memorable, and the model is great for kids and families. sweetFrog still has the best vision, logo, colors, merchandise, and mission statement in the business.

What one thing would you do differently if you launched your first business all over again?

Personally, I would hire two experienced lawyers to help me review leases very carefully as I have been surprised by some unexpected landlord curveballs.

Conversely, what was the one thing you did RIGHT that has been a key catalyst for your success?

I think one of my biggest strengths lies in understanding demographics and effective marketing.   So, I’d say that our location selections have propelled our success because, as they say, “location, location, location” is key. For some reason, I have somewhat of a sixth sense when I drive around as to what spots will be successful. And so far, thankfully, I have not been wrong!

What are 3 personality traits and 3 occupation-related skills you must possess to run a business effectively?

From a personality traits perspective, I’d say – 1) hard work, 2) perseverance, and 3) asking – and listening – for God’s guidance.

From an occupation-related skills perspective, I’d say – 1) I’m a people person who LOVES interacting with customers, 2) I have a knack for making work as fun as possible for all employees and 3) I’m a strong communicator who understands how to show customers how much they are valued and appreciated.

What’s next for you? How do you plan to take your success to the next level?

That’s a question I am constantly asking myself and other people. I discuss this a lot with my friends (many of whom happen to be investors) so I can ask them for guidance and potentially invite them to come along for the journey. I’m looking forward to developing a creative and lucrative way to work with them!

 

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